Miami a networking hub for next-generation multicultural talent, and SiriusXM claims massive real estate in the epicenter of the action with the launch of its “next level” studios in South Beach. The audio entertainment company officially opened its new broadcast center earlier this week and announced a full itinerary of exclusive interviews and performances to celebrate.
Everyone from Carrie Underwood to Pitbull, Anitta, Andy Cohen, Bon Jovi, Bailey Zimmerman, Carlos Vives, and creators from TikTok like Alix Earle and Tinx have already made their rounds at the new studios boasting “super video talents.”
“This is one studio designed for everyone, with tons of possibilities,” says Scott Greenstein, resident and head of content at SiriusXM. “We really did our best to look at what the artists living here were doing and observed how they did what they did and how the elders did it well.”
Without a doubt, Miami is synonymous with a thriving Latin music scene, driven by urban artists who have made the Magic City their home for the past few years. In 2022, Latin music revenue in the United States reached an all-time high of $1.1 billion, breaking the industry record. second year of double-digit growthaccording to the RIAA year-end report.
Ad-supported on-demand streams (from services like YouTube, Vevo, and the free version of Spotify) increased 24% from the previous year to $230 million. By comparison, this category accounts for 21% of total Latin music revenues, compared to 11% for the entire US market.
“This field [was] It was designed from the ground up to be a true audio and video studio. All artists, but especially Latin artists, use social media and other short-form ways to promote their content,” says Greenstein. “I think we’ve provided the most appropriate space to come here and make sound, to voice everything from the concert to the town hall. Also, the studios are a nice space to be in the background of this content.”
Under the direction of Bryant Pino, director of Latin music programming and Azu Olvera, senior director of Latin talent and industry relations, SiriusXM will add a new Latin pop-infused Hits Uno channel to the station, which currently hosts 16 Spanish channels. regional Mexican, Spanish ballads, Latin jazz and more.
“There’s tough competition in TV and radio when it comes to New York or Los Angeles,” he says. “But here, it was kind of ours to break. Latino artists often had to split their promotional time between British and Spanish media – I thought, wouldn’t it be great to have a bilingual-bicultural studio in Miami and function the same for everyone? We want everyone who uses the studios to feel welcomed by people they know and can speak Spanish comfortably.”
Howard Stern, “a tremendous team player and a huge supporter of the company,” according to Greenstein, had an intense series of artist interviews between the week-long opening schedules. Mr. 305 came in for an in-depth talk about his upbringing as the child of Cuban immigrant parents, which somehow ended with a dance class with Stern as a student and Pitbull as a professor.
“Howard worked hard on many occasions when everything was important, as it was in the early days,” says Greenstein. “I love the idea of having Carrie Underwood performing alongside Pitbull and Anitta. Miami is truly a national platform. It’s bilingual and multicultural and we want the whole world to understand that.”
see more pictures from the following opening week: